Adobe Advertising IDs used by Customer Journey Analytics

Advertisers with an Adobe Advertising-Adobe Customer Journey Analytics Integration Only

Applicable to Advertising DSP and Advertising Search, Social, & Commerce

Beta feature

Adobe Advertising uses two IDs for on-site performance tracking: the EF ID and the AMO ID.

Adobe Advertising EF IDs

The EF ID is a unique token that Adobe Advertising uses to associate activity with an online click or ad exposure at the individual browser or device level. EF IDs act primarily as keys for sending Analytics data and Customer Journey Analytics data to Adobe Advertising for reporting and bid optimization within Adobe Advertising.

For Analytics, the EF ID is stored in an Analytics eVar or rVar (reserved eVar) dimension (Adobe Advertising EF ID).

For Customer Journey Analytics, the EF ID is stored in the trackingIdentities property of the conversionDetails object, which is part of the Adobe Advertising Cloud ExperienceEvent Full Extension.

EF ID formats ef-id-formats

See the formats for EF ID dimension items in the “Adobe Analytics Components Guide.”

Adobe Advertising AMO IDs amo-id

The AMO ID tracks each unique ad combination at a less granular level and is used for Analytics and Customer Journey Analytics data classification and ingestion of advertising metrics (such as impressions, clicks, and cost) from Adobe Advertising.

For Analytics, the AMO ID is stored in an eVar or rVar dimension (AMO ID).

For Customer Journey Analytics, the AMO ID is stored in the trackingCode property of the conversionDetails object, which is part of the Adobe Advertising Cloud ExperienceEvent Full Extension.

The AMO ID is also called the s_kwcid, which is sometimes pronounced as “squid.”

AMO ID formats amo-id-formats

See the formats for AMO ID dimension items in the “Adobe Analytics Components Guide.”